ST. LOUIS – While financial advisors today are taking advantage of new technologies for client service, practice management and investment management, they are still wasting hours of time each month searching for fund information. RoboWholesaler.com aims to fix that.

The site is a free platform for financial advisors and provides mutual fund fact sheets in just three clicks. It aggregates fund fact sheets and wholesaler information for the top 10 performing equity and fixed income mutual funds in dozens of categories, ranked only by performance and updated in real time. No marketing clutter to wade through, and no wasting time searching complicated mutual fund sites.

“As an advisor, so much of my day is about being productive,” said Susan Beattie, a Huntleigh Securities advisor. “Robowholesaler gives me the information I need quickly. There’s so much noise out there, but this is simple, effective and clean.”

RoboWholesaler.com was founded by industry veteran Laurie Marchel. She served on the broker-dealer side with A.G. Edwards and Edward Jones and on the asset management side with Russell Investments, BNY Mellon/Dreyfus and Invesco. During her time with financial advisors and investment companies, she noticed over and over again a need for a consolidated platform.

“This is all publicly available information and yet most people spend hours hunting for it on mutual fund sites,” Marchel said. “One day, I was browsing a popular real estate website that aggregates all MLS listings into one place where you can search by price, location and home size. It hit me: Why isn’t there a way to aggregate all the mutual fund data in one place?”

To build RoboWholesaler, Laurie worked with SKY Marketing Consultants, a firm specializing in marketing for financial professionals. “When Laurie approached us about helping build out RoboWholesaler, we knew immediately how much the industry needed an objective, easy-to-use solution that is completely free of the conflicts that make getting this information difficult for advisors,” said SKY owner Jeremy Jackson. “Advisors shouldn’t have to spend hours searching in vain for straightforward fund information when they could be spending time with their clients.”

Experts in the financial industry echo a need for digital solutions to make advisors’ lives easier. In 2016, Practical Perspectives, a wealth management industry consulting firm, published a report discussing the need for mutual funds to launch a digital strategy to reach financial advisors who prefer researching funds on their own versus meeting with wholesale reps.

Although RoboWholesaler.com is free to use, it does include advertising in the form of fund logo and branding displayed alongside fund fact sheets. Funds can also pay for their listing to include links to regional wholesale contacts.